How to structure your web content
You don't read web pages, you scan. Eye tracking tests have identified how people view web pages and where their attention is concentrated.
In a nutshell here are the basics...
- Visitors generally won't read your text word for word.
Reading word for word is rare, especially if your visitor is doing their initial research to compile a shortlist. Yes, some people will read everything, but most won't.
- The first two paragraphs need to state the most important information.
There's a good chance that users will actually read this, though they'll probably read more of the first paragraph than the second.
- Begin subheads, paragraphs, and bullet points with information carrying wordsThis will help them to be noticed when uesrs are scanning down the left side of your content. They'll read the third word on a line much less often than the first two words.
Here is what is looks like - the red spots are areas of highest focus, yellow less and blue least.
Something to think about?
David
Posted on Wednesday, February 14, 2007